marketing 2

• Traditional Concept Marketing is a marketing strategy a company uses to determine if it can produce a viable product consumer want or need, whether the company can produce enough products to fill the need, and the marketing method by which the need can be filled
• Several Distinct Traditional Approaches

  • Production concept
  • Marketing concept
  • Sales concept
  • Relationship concept/marketing
  • Societal Marketing Concept
• Production concept


  Focuses on the internal potentials of the company and not based on the desires and needs of the market
• Marketing concept


  A philosophy which states that organization must try hard to find out and satisfy the needs and wants of consumers while at the same time accomplishing the organizational goals
• Sales concept


  Refers to the idea that people will buy more goods and services through personal selling and advertising done aggressively to push them in the market
• Relationship concept/marketing


  An approach that centers on maintaining and improving value-added long-term relationships with current customers, distributors, dealers and suppliers
• Societal Marketing Concept


  Views that organizations must satisfy the needs of consumers in a manner that gives for society's benefit
• The Goals of Marketing and their Social Effects

  • Maximize the Consumption of Goods
  • Maximize Consumer Satisfaction
  • Maximize Choice of Goods or Service
  • Maximize the Quality of Life
• Maximize the Consumption of Goods


  The Aggressive marketing strategies and policies had increased the consumption of goods and services. The demand of the market is tremendous. Sellers face many challenges on what products to offer. Buyers want quality products at reasonable price and at the most convenient location
• Maximize Consumer Satisfaction


  The market demand is varied, and customer satisfaction is the challenge of the marketing organization. Measurement of customer satisfaction is difficult. It embraces careful analysis of the market demand which varies with the time and the social development of society
• Maximize Choice of Goods or Service


  Some marketers believe that the goal of marketing is to maximize the variety of the product in the market and provide consumers a wide assortment of choices. The main objective is for customers to find the goods that willsatisfy their biological needs as well as their emotional and social wants
• Maximize the Quality of Life


  The improvement of the quality of life is the target of marketing people. New hand phones are created to communicate with various sectors of society, friends and families. Easy communications access satisfies not only social needs but also business requirements. Computers and others electronic gadgets bring pleasures to homes and enjoyment of the comfort of living
• Key performance indicators (KPIs)

  • Identifying the target market
  • Increasing sales and profits
  • Increasing brand awareness
  • Increasing market share
  • Countering competitive strategies
  • Reputation
  • Increasing distribution channels
• Key performance indicators (KPIs)


  Specific metrics which are used to track performance to make sure the firm is on track to meet specific objectives. They are sometimes known as performance drivers or critical success factors for this reason
• Traditional marketing


  An umbrella term that covers the wide array of advertising channels we see daily. These may include print media, billboard and TV advertising, flyer and poster campaigns and radio broadcast advertising
• Traditional Marketing Theories

  • Ansoff's Matrix Theory
  • The Marketing Mix
• Ansoff's Matrix Theory


  A theory that proposes products/services fall into one of four categories depending on the market and the product released. New Product- New Market is considered as diversification. This theory recommends that businesses should try to diversify their product portfolio to spread risk amongst their product range
• Ansoff's Matrix Theory Categories

  • Market Penetration
  • Market Development
  • Product Development
  • Diversification
• Market Penetration


  The concept of increasing sale of existing products into an existing market
• Market Development


  Focuses on selling existing products into new market
• Product Development


  Focuses on introducing new products to an existing market
• Diversification


  The concept of entering a new market with altogether new product
• The Marketing Mix


  Another marketing theory that's considered to be traditional, made up of the 7 P's: product, place, promotion, price, packaging and positioning. All these components, when combined, create a solid marketing proposal
• Contemporary marketing


  Refers to marketing strategies that are consumer focused. Contemporary marketing strategy offers products and services based on what the target market desires rather than what the company wants them to have, thereby, offering greater support for their customers and becoming able to take advantage of more advanced marketing funnels to track progress
• The main difference between the contemporary marketing orientation and traditional marketing orientation is that while the former is consumer-focused, the latter is company-focused
• Types of Contemporary Marketing

  • Business to Business - B2B Marketing
  • Business to Consumer - B2C Marketing
  • Brand Marketing
  • Cloud Marketing
  • Telemarketing
  • Guerrilla Marketing
  • Push Marketing
  • Influencer Marketing
• Emerging Types of Marketing and their Applications

  • Search engine optimization
  • Pay per Click advertising
  • Email marketing
  • Referral marketing
  • Affiliate marketing
  • Video marketing
  • Inbound marketing
  • green marketing
• Search engine optimization


  Majorly concerned with increasing a business' visibility and rankings on search engine result pages. It is a simple way of attracting organic traffic of potential customers to a website. SEO can be maximized with paid adverts (Google AdWords), strategic content marketing and social media networks
• Pay per Click advertising


  Advertising presented on search engine result pages or web pages where the advertiser is only charged based on the number of times someone clicks on the ads to go to the advertiser's targeted website
• Email marketing

  A type of marketing based on the distribution of messages through emails. Email marketing provides direct contact with customers and allows businesses to create relationships with their customers. Updates, exciting news, and call to actions can be sent directly to customers
• Referral marketing


  A type of marketing where an individual or customer pleased with the results gotten from a product refers the product to another person. It's a very subtle form of marketing that can provide great results especially when the person referring is an Influencer in that industry
• Affiliate marketing


  A prominent type of internet marketing where a third party promotes a product and earns commission, or a piece of the profit gotten from every sale made through that referral
• Video marketing


  Videos act as one of the most interactive types of online marketing and can prove to be a great way to raise awareness about a business or product. In fact, according to Mushroom networks, YouTube is the second biggest search engine. Therefore, video marketing can prove to be a great way to pass messages to target customers
• Inbound marketing


  A very powerful contemporary marketing strategy that focuses on different tactics to draw consumers in and convince them to buy goods. It is one the result-oriented types of marketing that uses content to drive results. A key subset of Inbound marketing is Content marketing which the Content Marketing Institute refers to as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience"
• For green marketing to be effective, there are three things that needs to be done

  • Being genuine
  • Educating the customers
  • Giving customers an opportunity to participate
• Being genuine


  The company is doing what it claims to be doing in its green marketing campaign and the rest of the business policies are consistent with whatever the firm is doing that's environmentally friendly
• Educating customerson why environmental protection matters


  Isn't just a matter of letting people know that the company is doing whatever it doing to protect the environment, but also a matter of letting them know why it matters
• Giving customers an opportunity to participatein a positive environmental action


  Means personalizing the benefits of the company's environmentally friendly actions, normally through letting the customer take part in positive environmental action
• 7 P's

  • Product
  • Price
  • Place
  • Promotion
  • People
  • Process
  • Physical evidence